How to write a good About page for your business
People want to know who they’re dealing with before they call. These six tips turn an About page from a company history into a reason to get in touch.
1:47 · No narration: the video shows each step as text on screen, and every step is written out below, with buttons that jump the video to it.
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The 6 tips in the video
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Step 1: Start with the customer
Explain how you help, not just your history.
Open with the problem you solve and who you solve it for. “We keep Jersey gardens tidy all year, so you can enjoy yours” gives a reader a reason to carry on. “Founded in 2009” can wait for a later line.
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Step 2: Show your face
A real photo of you and your team builds trust fast.
A clear, friendly photo of the people a customer will meet does more than any stock image. For trades and home visits, it also helps the customer recognise you at the door.
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Step 3: Tell a short story
Why you started, and what you care about. A few lines is plenty.
Three or four sentences cover it: where you trained, how long you’ve done the work, and one habit that shows how you work, like tidying up before you leave or replying the same day.
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Step 4: Say where you are
Being local is a strength. Mention Jersey and the areas you cover.
Name the island and the parishes you cover in plain words. Local customers look for it, and it helps Google link your business to searches in Jersey. If you’re based in one parish and work across the island, say both.
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Step 5: Add some proof
Qualifications, memberships and a couple of real reviews.
List the qualifications and registrations that matter in your line of work, with numbers people can check, such as your Gas Safe number. Add memberships, like the Jersey Chamber of Commerce or your trade body, and two or three short reviews with first names.
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Step 6: End with a next step
Finish with a clear, easy way to get in touch.
Someone who reads to the bottom of your About page is close to deciding. Give them one line and a button there and then: “Want to talk about your project? Call or message us.”
What to leave out
- A list of values with no examples behind them.
- Stock photos of handshakes and meeting rooms.
- Phrases like “passionate about excellence” that any business could write.
- Your whole career history. Keep the parts that help a customer choose you.
If you’d rather not show your face
Plenty of people prefer not to, and you can still build trust. Use photos of your work, your van or workshop, your qualifications and real reviews, and say who the customer will deal with, even if it’s only a first name.
Common questions
What should a small business About page include?
How you help your customers, a real photo of you or your team, a short story, where you work, some proof such as qualifications and reviews, and a clear way to get in touch at the end.
How long should the story on an About page be?
Three or four sentences cover it: where you trained, how long you’ve done the work, and one habit that shows how you work, like tidying up before you leave or replying the same day.
Do I have to put a photo of myself on my About page?
No. Plenty of people prefer not to. Use photos of your work, your van or workshop, your qualifications and real reviews, and say who the customer will deal with, even if it’s only a first name.
What proof should go on an About page?
The qualifications and registrations that matter in your line of work, with numbers people can check, such as a Gas Safe number. Add memberships, like the Jersey Chamber of Commerce or your trade body, and two or three short reviews with first names.
What should I leave off an About page?
Values with no examples behind them, stock photos of handshakes and meeting rooms, phrases any business could write, and your whole career history. Keep the parts that help a customer choose you.
Should my About page mention Jersey and the parishes I cover?
Yes. Local customers look for it, and it helps Google link your business to searches in Jersey. If you’re based in one parish and work across the island, say both.
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